Stay full, stay 'fullish'

A new perspective on age-old award show battlesETBrandEquity | Updated: June 03, 2016, 08:55 IST

Image credit: ThinkstockSpeaking to a 30-something in advertising can give one a new perspective on old battles: A young creative asked us when the Kyoorius awards are taking place (tonight, as a matter of fact). His CEO roots for Team Abby, so the agency has not been able to enter the competition. "This is such a letdown for us youngsters. Nobody is thinking about our morale boost," he said.

His dejection at not being able to win cute little elephant trophies was palpable, or so we thought. Then he said: "You know, the other day my teammates were discussing the only time we'd attended that event (when we were all with other agencies). They had kept chakna (snacks and finger food that go well with alcohol) at every table. You know it's a great award show if the organisers are paying heed to such little yet essential things."

Given how relevant this was to him and his compatriots, it made us wonder whether Abby has been missing a trick. Perhaps unlimited finger food will succeed better than democratising the advertising conclave and cash prizes for questions. Maybe our industry has reached a stage where 'All chakna, all the time' is a better rallying cry than 'Stay Hungry, Stay Foolish'. Because if there's one thing the Indian ad crowd absolutely refuses to stay, it's hungry. The less said about staying foolish, the better!

BE's twopence: Wasn't figuring out unstated or seemingly eccentric consumer wants and needs one of the special talents of the ad industry?